Title	MERCEDES-BENZ G-CLASS – THE AMBER CUBE
Brand	MERCEDES-BENZ
Product/Service	MERCEDES-BENZ G-CLASS
Category	C03. Exhibitions / Installations
Entrant	ANTONI Berlin, GERMANY
Idea Creation	ANTONI Berlin, GERMANY
Production	MARKENFILM SPACE Hamburg, GERMANY

Name	Company	Position
Martin Pross	antoni garage	Chief creative officer
Tilman Gossner	antoni Garage	Executive Creative Director
Alexander Holtz	antoni Garage	Creative Director
Matthias Bauer	antoni Garage	Art Director
Matti Lietsch	antoni Garage	Copywriter
Marcel Krempin	antoni Garage	Creative Director Art
Sebastian Henning	antoni Garage	Designer

Why is this work relevant for Brand Experience & Activation ?

The G-Class from Mercedes has a highly engaged community. They are particularly interested in separating themselves from the average car communities. They feel different - like the G-Class itself. So, being different is exactly what they expect from the G-Class communication as well.

Background

In January 2018, a new generation of the G-Class was launched. The target group's biggest fear: Will the new G-Class still be the G-Class or will it lose its iconic design? The G-Class from Mercedes-Benz has been nearly unchanged since its very first model from 1979. For the launch of the new G-Class in January 2018 at the Detroit Auto Show, our client asked us to celebrate the off-roader's unique DNA. The campaign should celebrate the off-roader's DNA and make the G-Class the talk of the Detroit Auto Show. Furthermore, Mercedes aimed to increase the sales of the G-Class by 45% in 2018. Budget: 2 million €. The campaign started in Detroit at the NAIAS (North Amarican International Auto Show). The Amber Cube welcomed the visitors in front of the trade fair's main entrance. Other locations such as St. Petersburg, Berlin and Dubai will follow.

Describe the creative idea

o Brand relevance The G-Class from Mercedes-Benz has been nearly unchanged since its very first model from 1979. Its unique silhouette and distinctive details make it a design icon. To celebrate just that, an imposing installation for the off-roader's strong genes is raised - following the example of nature. One original G-Class from 1979 was encased in resin. The Amber Cube: 90 days of production, 45 tons of resin - and just one try. o Target audience (consumer demographic/individuals/organisations) Our target group consists of four different groups: The off-roaders, who value the G-Class for its unsurpassed off-road capability; the aesthetes, who love the G-Class as a design icon; the extroverts, who take the car as a status symbol of an extraordinary luxury; and the mainstream, because for Mercedes, the G-Class always serves as a brand shaper.

Describe the strategy

Our target group consists of four different groups: The off-roaders, who value the G-Class for its unsurpassed off-road capability; the aesthetes, who love the G-Class as a design icon; the extroverts, who take the car as a status symbol of an extraordinary luxury; and the mainstream, because for Mercedes, the G-Class always serves as a brand shaper. o Approach We created an iconic eye-catcher: A monument that symbolically preserves the off-roader's strong DNA and at the same time celebrates the heritage, design and technology of the G-Class.

Describe the execution

o Implementation We created a monument for eternity: 45 tons of resin, 90 days of production, one original G-Class from 1979 - and just one try. o Timeline The Amber Cube was built over a period of one year. 90 days alone of nonstop casting were necessary to erect this artwork. Its first public show was during the Detroit Auto Show in early January 2018. Other locations such as St. Petersburg, Berlin, and Dubai will follow. o Placement The Amber Cube was placed in front of the main entrance of Cobo Center. Therefore, every visitor of the Detroit Auto Show had to pass it. o Scale The measures of the Amber Cube: Height: 3.10 m; width: 2.55 m; length: 5.50 m; volume: 43.48 m3; weight: 52 t; durability: for eternity

List the results

The campaign made the G-Class a major topic on social media with more than 50.000 comments and more than 500.000 interactions in the first four weeks of the campaign. The campaign delivered the undeniable proof that the strong DNA of the G-Class lives on. It raised noticeable euphoria within the target group. The pictures of the Amber Cube spread around the globe, reaching about 258 million media impressions and a media equivalent of more than 10.5 million €. The brief asked for massive attention at the Detroit Auto Show. The goal was achieved. Furthermore, Mercedes aimed to increase the sales of the G-Class by 45% in 2018. Only six weeks after campaign start, this goal was achieved, too.